DESGRIPPES GOBE TRANSFORMED FAUCHON INTO A CREATOR OF DESIRES...

Desgrippes Gobé transformed Fauchon into a creator of desires...in creating the new store concept at place de la Madeleine: the palace of "gourmand" emotion.

(Paris, November 2004)

Desgrippes Gobé, the leading image and brand management consulting agency, redefined the total Fauchon brand territory and revisited the historical flagship store located place de la Madeleine:  the brand is repositioned in its legitimate luxury environment and the store has been transformed into the resolutely contemporary theatre for taste, pleasure and exception, where products are the stars.

Desgrippes Gobé created this new concept as an invitation to emotion.
The space is both fluid and powerful. In fact, the agency designed simple, modern furnishings with streamlined black and white graphic lines. It valorises traditional crafts by presenting them as speciality poles: pastry, prepared foods, caviar, wine and spirits, etc.
In each pole, product merchandising is based on interplay of  singular/plural that sets a pace in the store and creates visual separations to highlight  the exceptional amidst the generous, abundant offerings.

The emblematic colors of the brand form black and white setting of chic, refined discretion. Rose magenta is sensual and impertinent, awakening "gourmandise", generosity and temptation.

Gold leaf illuminates the leading products to highlight their culinary relevance.

Finally, subtle, discreet lighting provides a pace to sublimate the product.  Fruit, the core Fauchon product, is especially honored and highlighted in a "spiral fountain". Fruit is also displayed, like jewellery in mini baskets spread throughout the store.

In this new space devoted to pleasing the senses, Desgrippes Gobé gives Fauchon the opportunity to again impart its nobility to the art of preparing food, whilst highlighting true French know-how.